It was difficult for marketers to measure RoI on the digital campaigns.It was also difficult to map the target audience. It can be done now with Nielsen Digital Ad Ratings (DAR).

This new tool DAR can measure all kinds of display and video ads( except Twitter and YouTube app on mobile phones and tablets). Even mobile phones and tablets will soon be integrated.

DAR can measure online advertising audiences, the reach and frequency of ad campaigns and gross rating points (GRP) of the digital ads.

The new system will help advertisers and agencies gauge return on investment for every rupee they spend online.